HubSpot Monthly Roundup - August 2025
29 Aug, 2025
HubSpot’s annual INBOUND event is taking place at the Moscone Center in San Francisco for the very first time. On the surface, the venue upgrade is a clear reflection of HubSpot’s growth, however, combined with various clever marketing decisions of late, we are seeing numerous similarities to that of a very popular competitor...
This prompts us to ask: are these similarities coincidental? Is this outright copying? Or, in fact, is this an extremely strategic way for HubSpot to establish itself as a Salesforce competitor to be taken seriously.
San Francisco Takeover
San Francisco has had a long run being synonymous with Dreamforce, Salesforce’s annual event. However, this year, the factors lead us to believe that a new competitor is taking over the area. HubSpot’s INBOUND has previously been hosted in Boston, but for the first time it's not only in the same city as Salesforce, but the same building.
Over the past year HubSpot has ‘upgraded’ itself significantly, in terms of product updates and AI capability, but also through the expansion of their target market. There’s no question that its increased usability has widened its appeal, and therefore, their previous, purely SME focused audience has shifted. As HubSpot’s services become suited to these new companies, they’re increasingly a serious competitor for ‘bigger’ CRMs like Salesforce.
Breaking into these previously ‘off limits’ markets, goes hand in hand with their marketing strategy, and consequently reflects INBOUND’s new location. Choosing San Francisco reinforces HubSpot's status as a serious Salesforce competitor, and the notion that they’re here for a reason.
Similar decisions in the UK?
These similarities to Salesforce also extend to HubSpot’s UK marketing. GROW is HubSpot’s annual European event, due to take place in London this year. Whilst it's not uncommon to have guest speakers, and the event has previously hosted voices such as Karen Brady and Steven Bartlett, this year's top speaker is an interesting choice. Louis Theroux, famously known for his documentaries (not his interest in CRMs), is hosting the main keynote, just like he did back at the Agentforce World Tour in June…
As an observer of the two events, we are again faced with the question: is this outright copying, coincidence, or, just extremely tactful marketing. Louis Theroux evidently has no loyalties to either party, but his decision to speak at two competing conferences will certainly make a statement.
Online and Offline marketing
All the way back in March, we were teased by INBOUND’s twitter that they’d be ‘painting the town orange’ for INBOUND 2025. True to their word, the city has in fact changed colour. From the airport, to BART Station, and every billboard, you become immersed in HubSpot branding.
Aside from any comparisons with Salesforce and in any location, this is an extremely clever marketing strategy in itself. Essentially, HubSpot have mastered free advertising (and ROI) on their city takeover. LinkedIn has been plastered with pictures of billboards, trains, buses, you name it, creating free noise and excitement amongst the community in the key moments before the conference. HubSpot has quite literally followed the journey of their prospects, from airport to hotel to scrolling on social media, and plastered their branding all over it. Meaning online and offline, you are faced with the constant reminder of why you should choose HubSpot.
Conclusion
Overall, I think it's fair to say that the Salesforce similarities we’re seeing are definitely not coincidental.
Whilst we can question, is this just copying for the sake of copying, for such a clever brand with so much marketing capability (in and out of the CRM), these decisions are 100% strategic. From location to keynote speakers, HubSpot are making a statement. Establishing themselves as key players in the CRM market, and a Salesforce competitor to be taken seriously.
